With the Royal Baby, Oreo Shows it Has Perfect Timing on Twitter

Oreo is at it again, brilliantly executing a social media campaign that shows it's tapped into the moment. With everyone on royal baby watch, the company tweeted an image of a milk bottle with an Oreo cookie featuring the tag line "Long Live the Creme" the moment news broke about the baby's gender.

This, of course, made us think about Oreo's last clever social media move. When the Super Bowl unexpectedly went dark at the halftime show, the quick thinkers behind the Twitter handle knew viewers would turn to social media. To capture these eyeballs, the company tweeted a clever image, showing the power of real-time marketing to reinforce the brand in a moment of confusion. "You can still dunk in the dark," the tweet said.

[Image: Oreo, Flickr user Rob Boudon]

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16 Comments

  • Alyson Strike

    As someone who worked on royal baby content - I thought this one was underwhelming, at best. I appreciate the quick wit but, fastco, I find your articles the most relevant in the industry and this one felt flat. I would rather have seen a large scale critique (similar to buzzfeed's) as this was a long-antipated event.

  • Jon Waldman

    Ok... and?

    Somehow I doubt that this little campaign did anything to boost sales of Oreos.

    It's the same thing as the Superbowl ad. Good geek moment but in the longrun does it lead to a conversion? I'm betting not.

    This is what gets lost in social media - it all has to make business sense (and cents... or dollars preferably). 

  • Hadleyrille

    I would count this as a huge #fail, actually. Bottle feeding is not recommended for a newborn (babies should be breastfed exclusively for at least the first six months of life) and there has already backlash to this from health folks. They should be apologizing.

  • TW

    Oh wow, a brand used Twitter to say a thing about a pseudo-news event. Groundbreaking stuff. Redefining marketing and, maybe, the world?

  • Mark Burk

    If any decent creative showed this 'long live the cream' as a print ad at any agency, they'd be laughed out the door. Despite the fact that it took a whole team to come up with 'Dunk in the Dark' it worked because it used the media the way it was intended, ie, in real time. But this premeditated extrusion looks like and feels exactly what it is. A silly pun that played out flat in the wrong medium. The learning was right in front of their eyes from the Superbowl win, but this is the kind of blind mistake that is too easily and too oft made.

  • Bobby Metzinger

     Mark, you're absolutely right. The Super Bowl ad was amazingly creative because no one anticipated the situation and Oreo capitalized on a quick, real-time ad. We've been anticipating this "Royal Baby" for months now. All it takes is the reactionary time to hit the "Tweet" button. Great comment.

  • Ryan Donnell

    Fast Company I love you but 360i who is Oreo's ad agency is really beating a dead horse with this news grab. It is a desperate attempt for social/viral views. I liked their Super Bowl grab, but just like Old Spice with their viral campaigns, a great company can move onto another well run viral strategy/message.

  • Ryan Donnell

    I am looking at this as a consumer. What they did at the Super Bowl was reactionary and great. This is a planned reaction to a news item. They and their ad agency had time to strategize the best way to hit upon this and they came up with this. As a consumer, and many others out there, this just looks cheap and doesn't make me want to buy the product. However Super Bowl, that made me sit up, laugh and say that is a good way to get your voice out there. Too many brands planned this reaction, and Oreo gets lost in the shuffle of over saturation.

  • Bobby Metzinger

    They had nine months to plan this and a 50-50 shot on the sex of the baby. Please, Fast Company. Think a little bit before you start stroking the creme out of Oreo's social media team. It's not that creative, and again, it's not like the whole world was surprised by Kate's pregnancy.

  • Emma Siemasko

    Where's the image of the milk bottle!? Okay, I see it, but it doesn't look very good on the Fast Company site. Can't tell it's a bottle. Wah Wah.